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1、標(biāo)題：標(biāo)題：BACKGROUNDMUSICASANINFLUENCEINCONSUMERMOODADVERTISINGRESPONSESABSTRACTConsumersmoodsemotionalresponsestoadvertisementshavereceivedincreasedattentionfromconsumerresearchers.Amajcomponentinfluencingaudienceresponsesi

2、sbackgroundmusicaccompanyingcommercials.Thispaperreviewskeyresearchontheroleofmusicsstructuralelementsininfluencingaudienceresponsesfromamusictheyperspectivehighlightsmajfindingsrelevanttoemotionalresponsestomusic.Astudy

3、ispresentedthatsuggestsaudiencemoodspurchaseintentionsmaybeaffectedbybackgroundmusicwithoutnecessarilyaffectinginterveningcognitions.Directionsffutureresearchgeneralizationarediscussed.INTRODUCTIONThispaperexaminestherel

4、ationshipofmusicconsumersmoodsattitudesbehavis.AseminalpaperintheJournalofMarketingbyGn(1982)studiedmusicsinfluencefromaclassicalconditioningperspectivesparkedrenewedinterestinmusicother“background“elementsofcommercialss

5、tes.ThepresentpaperwilldiscussintegratebuilduponthewkofGnotherswhohaveprovidedtheeticalempiricalinsightintothewaysinwhichmusicmayinfluenceconsumerresponses.Thepurposesofthispaperareto:1)reviewmajconceptualbasesrelevantto

6、discussingmusicothernonverbalinfluencesonmoodaswellastheyregardingtherolesofinfmationalcognitivevs.noncognitivemeansofinfluencingbuyerbehavi2)expuponexistingresearchtoinvestigatewhetherbackgroundmusiccaninfluencemoodscom

7、monmeasuresofadvertisingeffectiveness3)begintoderiveprinciplesfpredictingtheseeffectsgivenanalysisofthemusicalcontentofanad4)providesomesuggestionsftheconstructionofeffectivemusicalinfluencesonemotionsproductientations5)

8、indicatedirectionsffutureinvestigationsofmusicalcontentofadvertisingtestingofitsheuristicscuestoattitudefmation(Pettyetal.1983).AffectBehaviConditioningViaPeripheralProcessingAstreamofconditioningresearchinwhichdirecttra

9、nsferofaffect(liking)resultsfrommessageexecutiontacticssuchasmusichumvisualimagerycolsexhasbeenshowntoinfluenceconsumersfeelingstates(e.g.Gn1982WatsonRayner1920).Thisresearchsuggeststhatpairingaconditionedstimulus(abr)wi

10、thanunconditionedstimulus(e.g.musichum)producesemotionalresponseswhichmaythenbeassociatedwiththebr.Hereattitudechangeisallegedtohaveoccurredduetothepresenceofsimplepositivenegativecueswithoutthenecessityofinterveningcogn

11、itivereactions.Infactmanyhavearguedfdemonstratedbehavialchangeduetoconditioningstimulievenwithoutattitudepreferencechange(KroeberRiel1984AllenMadden1985StaatsStaats1957Zajonc1968ZajoncMarkusWilson1974).Thismaybeespeciall

12、yrelevanttononinfmationallowinvolvementadswherethereisminimalmotivationfcognitiveprocessingthegoalistoleaveconsumerswithafavable(butnotnecessarilyconscious)“feeling“towardtheproduct.Whenaproductdoesnotpossessobjectiveadv

13、antagesisasimpleproductwithfewattributespersuasionmaybemesuccessfulbyusingbackgroundfeaturessuchasvisualimagerymusic(BatraRay1983).Inadditionvisualothernonverbalaspectsofanadfitinwellunderlowinvolvementconditionsbecauset

14、heyareeffectiveingeneratingfeelingsbecausetheyaremeeasilyquicklyprocessedthanverbalstimuli(Zajonc1980Paivio1971).Ontheotherhthereisdiversityofopinionwhetherfeelingsautomaticallytransferbetweenstimuli(affectiveconditionin

15、g)ifaffectivestatescaninfluenceattentionperceptionbyaffectingaudiencesmoodspromptcognitiveactivity.Atthispointnodefiniteconclusionscanbemadewhethernotcognitionsareincludediniginalaffectivereactionsalthoughtheassertiontha

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